​Dubai has moved away from the conventional administrative system by taking a conscious view that individuals in society are 'customers' who have to be served with courtesy and respect. Dubai government has thus brought private sector mentality into the stiff and bureaucratic corridors of government departments. Government call centres now operate round the clock, offering high quality services to customers across the emirate.

From a centralized customer point of view, Dubai Smart Government offers a government contact centre called Ask Dubai. It operates 24/7 throughout the year and responds to all English and Arabic enquiries related to eServices. Customers can either call the telephone number 600 560000, or visit the Ask Dubai website for other options such as fax, email or online chat.

Dubai Smart Government's unified customer complaint system, which was launched by Dubai Executive Council in cooperation with Dubai Smart Government is designed to raise the level of government performance. Customers can register and submit/track their complaints against the participating government entities.

For suggestions, customers are encouraged to use the eSuggest online system developed and implemented by Dubai Smart Government in cooperation with Dubai Executive Council. This online system allows the suggestions of customers and government employees to be received, studied and evaluated for boosting government performance.